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The Public Relations Handbook for Nonprofits: A Comprehensive and Practical Guide Hardcover – May 23, 2005

ISBN-13: 978-0787974541 ISBN-10: 0787974544 Edition: 1st

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Product Details

  • Hardcover: 336 pages
  • Publisher: Jossey-Bass; 1 edition (May 23, 2005)
  • Language: English
  • ISBN-10: 0787974544
  • ISBN-13: 978-0787974541
  • Product Dimensions: 1 x 7.2 x 9.1 inches
  • Shipping Weight: 1.5 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #1,155,950 in Books (See Top 100 in Books)

Editorial Reviews

Review

"The Public Relations Handbook for Nonprofits is a very helpful resource for any nonprofit organization looking for the right PR tools to get its stories told.  It should be on the shelf of every nonprofit PR professional."
--Howard J. Rubenstein, founder and president, Rubenstein Associates, Inc.

"Art Feinglass has written a highly effective and practical guide. Combining step-by-step plans with fascinating real-life case histories, he shows nonprofit organizations of every kind how to get the attention of the media."
--Rick Frishman, president, Planned Television Arts, an independent division of Ruder-Finn, Inc., and author, Guerrilla Publicity, Guerrilla Marketing for Writers, and Networking Magic

"I highly recommend this book for nonprofit organizations seeking to use public relations effectively. It is an essential resource for public relations and development professionals."
--Lori Greene, community executive for development, New England Division, The American Cancer Society

"Every nonprofit in the country needs to read this book. It’s full of valuable advice and information from authorities who are out there in the real world. And it’s also a great read."
--Alicia Evans, president, Total Image Communications, and president, the New York chapter of the National Black Public Relations Society

"How good public relations makes it possible to attract volunteers and raise money is the story that Professor Feinglass tells in this remarkable book on public relations for nonprofits. Everyone working in the nonprofit sector ¾especially fundraisers¾should consider this a must on their reading list."
--Naomi Levine, chair and executive director, George H. Heyman, Jr. Center for Philanthropy and Fundraising, New York University

"It should be a required read for anyone involved in public relations in the not-for-profit world. It provides tremendous insight into the role and importance of PR from which I’m sure others in nonprofits can also benefit."
--Lynn Uhlfelder Berman, senior media relations manager, YAI/National Institute for People with Disabilities

From the Back Cover

Learn to thrive in the highly competitive environment of nonprofit public relations. The Public Relations Handbook for Nonprofits shows you how to get the recognition, support, and dollars you need to fulfill your mission. It explains key PR theory and provides basic guides, checklists, and practical, step-by-step advice. It illustrates concepts with a wealth of examples and case studies drawn from successful actual campaigns from a wide range of fields, including religious, arts, educational, and social service organizations. And it discusses all the key public relations vehicles, including news releases, press kits, brochures, newsletters, annual reports, direct mail, advertising, the internet, and special events.

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Most Helpful Customer Reviews

5 of 6 people found the following review helpful By Tracy Velazquez on September 11, 2005
Format: Hardcover
If you really know nothing about public relations, this book is fine. But I was really hoping for a strong slant towards non-profits, which isn't here. You could probably get almost all this information on the web for free.
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2 of 2 people found the following review helpful By Rissa on May 17, 2010
Format: Hardcover
The book has some good information, although I feel its more general PR topics and not really focused on nonprofit.
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1 of 1 people found the following review helpful By Robin Orlowski on September 2, 2005
Format: Hardcover
Finding a cause to get excited about is easy, but raising money to fight the good fight-and keep your office open is a much harder task. This requires community non-profits to make themselves, their objectives, and accomplishments (including closely-related prior paid and volunteer experience) known to the public.

Art Feinglass is the founder and president of Access Corporation. He has over 20 years of non-profit field experience, including with public relations. Feinglass made sure that his book was transferable to real world non-profit situations and it wasn't indulgence in abstract ideas.

First, an objectives list needs to be produced: Who do we want to reach, and what message are we trying to communicate with them? Even though non-profits do have limited resources, the one-size-fits all advertising approach is going to be dangerously ineffective, wasting much more money in the process.

Then you have to decide who in the organization will deliver the message and what media in the community will deliver the message too. If I am planning a left-wing event, it's probably not wise to deliver announcements to socially conservative media---unless I want to face pickets.

Effective activists will also have to spend time on these materials. Whether planning an event or pr materials, nothing should be left to chance. This influences how people think of the organization. How the organization is thought of by the community in turn affects its ultimate ability to create change.

Finally, evaluating the success of your current PR plan is essential. Don't assume that responsibilities end when the materials go out. Constantly keeping people informed and aware of what your organization is doing in the community translates into them continuing to regard it as a worthy cause. Larger organizations may also require formalized reports to be delivered to their board of directors for further analysis and approval during this time.
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